Trust rank, a new technology Google search engine
creates that makes searches more accurate and reliable.
The new tool is being developed to replace the Google
Page Rank technology, apparently due to be phased out
soon. To get to grips with this change, let's get clued
up on how Google.com employs its advanced search
technology in order to provide information such as Page
Rank and Trust Rank.

Page Rank Explained - the Google Page Rank
uses a very complex technology capable of combining information
of a wide link structure in the web with text-match techniques
in order to bring results that match exactly what the user
searches. The Page Rank algorithm is complex, but
there can be said that the net result is based on the number
of pages linked to your page. The Page Rank Google
interprets each link leading to a specific page as a vote.
Not only the number vote is evaluated but also the importance
(Page Rank) of pages' count, so important pages make
too other pages more important.

Trust Rank - the only problem about the Google
Page Rank system is that it allows creation of some
deluding webpages, created with the sole purpose of pointing
to a single target page, to force a Page Rank increase
somehow. Yet, some pages present several keywords hidden
as invisible text, to appear earlier in query results. Based
on such facts, the Trust Rank system will separate
sites into two different groups: Trusted and Un-trusted.
Google will also tag sites that employ any form of
spam technique. As it would be completely impossible to
review all content, Google will manually look at
clusters, and then, tag sites that use some kind of spam
techniques. Other sites that link to tagged sites will be
punished as well. Whereas pages that steer clear from spam
will be marked as trusted. Trusted sites linking to other
trusted sites will increase their importance to Google,
accordingly.

Whichever way Google will present the Trust Rank
system or whether it will be visible on the Google
Toolbar is yet to be known, but webmasters expect Google
to give further information soon.